From Viewers to Participants! How TV × Metaverse Will Transform Entertainment

Booths collaborating with popular TV Asahi programs like "Music Station," "Quiz Presentation Variety Q-sama!!," "Failure Teacher: Don't End Up Like Me!!," "Ano Channel," and "Blue Lock" are set up, with various events held daily at each booth.

Running for 40 days from July 20 to September 1, this major metaverse event is called "Operation MetaMeta."

Billed as the "largest virtual cultural festival ever," this event takes place on the metaverse platform "cluster," within TV Asahi's "Light and Star Metaverse Roppongi." Within just 10 days of opening the main venue, it has already achieved a cumulative attendance of 50,000 visitors.

MetaMeta Grand Operation
https://www.tv-asahi.co.jp/vr_roppongi/metameta/index.html

 

This article presents a roundtable discussion between the three companies planning and operating the event—TV Asahi, cluster, and Dentsu Inc.—to explore the appeal of "Operation Metameta."

TV Asahi Creative Director Masaru Yokoi, Cluster Manager Takashi Kametani, and Dentsu Inc. Media & Content Transformation Division's Makoto Kanbayashi—who handles numerous metaverse initiatives—discussed the relationship between the metaverse and the creator economy, the effects of combining television with the metaverse, and the value it brings to corporate branding!

From left: Takashi Kametani (Cluster), Masaru Yokoi (TV Asahi), Makoto Kanbayashi (Dentsu Inc.)

■Metaverse Platform cluster
https://cluster.mu/
Japan's largest metaverse platform. Free access not only via VR headsets, but also from iPhone, Android, Windows, and Mac. Enjoyable with just one smartphone.

■Metaverse of Light and Stars Roppongi
A metaverse operated by TV Asahi. Free access every Friday from 7 PM to Sunday 10 PM (capacity: 500 people).
Requires installation of the cluster app.
https://www.tv-asahi.co.jp/vr_roppongi/metameta/

 

<Table of Contents>
▼A Metaverse Everyone Can Enjoy! What Are the Highlights of "MetaMeta Operation"?

▼Does the Metaverse Seamlessly Expand TV's Value!?

▼From Viewers to "Experiencers." A Space Where Passionate People Interact

▼A Must-See for Companies! The Amazing Potential of Metaverse × Brand

A Metaverse Everyone Can Enjoy! What are the highlights of "Operation Metameta"?

Kanbayashi: This time, TV Asahi, Cluster, and Dentsu Inc.—a new trio—have come together to launch the largest-scale metaverse event in history. For Dentsu Inc., we're thrilled to launch such a major event as the first case of collaboration between our TV station division and the MC Transformation Office. Thank you for joining us today. Let's dive right in—could you first tell us about the features of "Meta Meta Operation"?

Yokoi: It's a 40-day virtual event running from July 20th to September 1st on Cluster Inc.'s metaverse platform "cluster." Almost every day, various events will be held at booths for TV Asahi programs like "Music Station," "Qsama!!," and "Failure Teacher."

Kametani: cluster is accessible to anyone with just one smartphone—iPhone, Android, etc.—using the app. You can also access it from Windows or Mac, and it supports VR headsets, of course. But even without those, you can easily enjoy it.

Kanbayashi: Metaverse events often just "open and close," so running so many events over 40 days must be tough.

Yokoi: It is tough (laughs). We create spaces called "Worlds" within cluster, and during the world-building phase, we simultaneously planned and discussed how to structure the events.

Kamitani: Cluster is fundamentally a platform with a strong C2C focus, where users themselves act as creators, building interesting content like worlds. Other users then come to play within these worlds, creating an ecosystem where an economy circulates.

Kanbayashi: So it's essentially a space centered around UGC (user-generated content).

Kamitani: That said, there are also many events hosted by companies. What's distinctive this time is that the event for TV Asahi incorporates creations and ideas from cluster users. Cluster's subsidiary, Cluster Creator Jobs (*), has a creator registration system. Users who pass the screening can participate as creators in corporate events and projects.

That said, traditionally, the company was always the main driver. Cluster creators were essentially "invited to participate" to promote a product. Cases like this one, where Cluster creators participate in planning and operations, are extremely rare. It's like a B entering into CtoC—I think we're starting to see a new way of creating economic ecosystems.

Yokoi: This time, we have the concept of a "Culture Festival for Creators." We strongly wanted diverse creators to participate, so we deliberately chose the term "culture festival" over "festival." Television is fundamentally a to-C communication medium, right? If television engages with the metaverse, events where users participate in content creation represent, in a sense, the ideal form.

*Cluster Creator Jobs Inc. = A service connecting companies wanting to hold events or projects in the metaverse using the "cluster" metaverse platform with creators active on cluster.

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Kanbayashi: A major feature of the Meta Meta Operation is that you can "participate" in the TV programs you always watch, right?

Yokoi: TV programs are fundamentally one-way broadcasts. We want to expand that viewing experience into an interactive (two-way) one. For example, we've completely recreated the "Music Station" set within the world. There, you can actually descend the famous "M-Station stairs" using your own avatar. You can experience that feeling of "Ah, this is the kind of scene, this is the kind of feeling."

Also, after each M-Station recording, they usually get signatures and short comments from the artists, which are displayed in the atrium of TV Asahi's headquarters. This time, we've displayed them within the metaverse. So you can see them without having to go to the TV Asahi headquarters, transcending physical location.

Kanbayashi: Stepping into the Music Station studio and descending those stairs really gets you pumped up, doesn't it? (laughs)

Yokoi: There's also a rhythm game where you dance on the Music Station stage. You can dance to popular songs like "Otona Blue" by New School Leaders. Plus, it displays your account name with Music Station-style subtitles, so you can feel like you've debuted.

Is the metaverse seamlessly expanding the value of television!?

Kanbayashi: Mr. Kametani, do you have any recommended booths?

Kamitani: The game world "Ano Channel Presents: Iguchi's Teeth Cleaning Operation!" from Ano Channel's content. Ano-chan really liked Westland's Hiroyuki Iguchi's teeth (check out Ano Channel on YouTube for details), so it's a game themed around Mr. Iguchi's teeth.

This was created by Yamamori_Kimchi, a registered creator on Cluster Creator Jobs. They actually discussed the worldview and gameplay with Ano-chan herself and were involved all the way through production. On Cluster, talented users create all kinds of content. When this combines with mass media content like TV, it leads to entirely new ways of presenting things and ideas we'd never come up with just brainstorming among ourselves and companies.

Kanbayashi: An-chan herself is a creator, right? And this collaboration with Yamamori Kimchi, a creator active in the metaverse, is a pairing we wouldn't normally see.

Yokoi: That chemical reaction is sparking an insane creative leap. Plus, it's a brilliantly silly concept in the best way—like pressing "Canker Sore" and then jumping onto your tongue (laughs). It's also unique how we shape ideas by having Anchan and Iguchi-san experience them first, then refine them based on their feedback.

Kanbayashi: When collaborating on real-world events, you often can't go back and make changes. That's part of why we're able to pull off concepts that would be difficult in a physical event.

Yokoi: Another feature is that the experience isn't confined to a single medium. There's Ano-chan's YouTube channel, then you can play in the metaverse based on that, and there's further content shared on YouTube. It feels like it's expanding, including the videos.

Kanbayashi: I'd love to see this game collaborate with toothbrush or toothpaste manufacturers. Cluster works on metaverse projects with various companies—what makes this one distinctive?

Kamitani: For corporate initiatives, it's common to create standalone permanent metaverse spaces. What's unique here is the full integration of cross-media channels—the metaverse, terrestrial TV, and TV Asahi's YouTube channel—allowing a single channel or brand to be presented through multiple formats.

Kamitani: It's difficult to rely solely on terrestrial TV or video media alone in this era, but doing just the metaverse still has high barriers. In that sense, the MetaMeta Grand Operation allows us to test by combining all our existing knowledge from terrestrial TV and video media. Doing so reveals what changes when we add the metaverse to existing formats.

Kanbayashi: Metaverse users actually love it when corporate products and brands appear in their world. For example, if there's a project where they can drive a specific car within the metaverse, they'll happily do it. Even just being able to hold a product's packaging, they'll take lots of photos, play around with it, and welcome it with affection. I think this is a tremendous opportunity for companies.

Kamitani: I agree. Since TV Asahi was involved this time, I think it was easier for companies to get on board.

From viewers to "experiencers." A space where passionate people interact

Kanbayashi: From TV Asahi's perspective, what do you feel is the biggest difference between an event like this one in the metaverse and a real-world event?

Yokoi: Lately, that comparison has become a bit tricky. As Mr. Kametani mentioned, they're blending together intensely. From the perspective of "creating user experiences," it's better not to separate them.

Traditionally, TV stations delivered experiences by broadcasting programs. Now, we create YouTube channels, and simultaneously with the Meta Meta Operation, we're holding a real-world event called "TV Asahi Roppongi Hills Summer Festival SUMMER STATION." We've also created pathways so attendees of this real event can experience the Meta Meta Operation. Furthermore, talents who appear at the real-world event will also join the Metameta Grand Operation as avatars. Activities from both the real-world event and the metaverse will be distributed as YouTube content.

Through cross-media, user experiences are shifting from one-way to participatory. This current state feels new, or rather, it's becoming the natural way things should be.

Kanbayashi: So, starting from where TV Asahi is operating at the base of Roppongi Hills, that location is being virtually expanded, creating an image of "land expanding," right?

Yokoi: Yes... It's more like the "experience" has expanded. To put it bluntly, it's like the "chaotic fun time" has expanded (laughs). It's not just about holding a real event or airing a program and ending there; it connects seamlessly into "let's head over to the metaverse now."

Kanbayashi: At this point, it's no longer just about "viewers," right?

Yokoi: They're "experiencers." I think the experience is expanding to include interacting with other users and creating content.

Kanbayashi: It's like all participants, not just creators, are playing a part in building this festival.

Yokoi: Speaking of participatory elements, in the MetaMeta Operation, there's a "Failure Teacher" booth. We've recreated the failure set within the metaverse, and cluster residents will actually run the lessons there. It feels like some amazing chemistry could happen, and I'm really excited (laughs). Having metaverse residents take on some level of "operation" for the official world is a new challenge.

Kanbayashi: When we say participants are also creators of the festival, it doesn't necessarily mean building worlds or content. It could mean, for example, turning their experiences into memes on social media. Normally, merging with users might seem like a risk, but I feel you're embracing it as an opportunity.

Kamitani: I also think that blending together like that is key. The metaverse might seem small in scale, but it's packed with intense energy. When content like terrestrial TV or YouTube, creators, users, and companies all enter the metaverse, the time spent interacting and engaging increases.

Kanbayashi: And since they're often fans of the same videos or viewers of the same shows, that shared context makes it easier for excitement to build. Remember when we were in elementary school? If there was a great show on TV, the whole class would buzz the next day asking, "Did you see that?" That's happening in the metaverse now.

Yokoi: Not only that, but sometimes the actual people who appeared on the show come to hang out as avatars. Even though they're avatars, you feel like the real person is controlling them on the other side of the TV, so high-five sessions get really lively. It's like the talent themselves joining the class excitement.

I think the most enjoyable part of TV is this shared feeling of "getting hyped up in class." Through avatars, these digital alter egos, you can create an immersive space together with friends. Creating these new experiences sparks new business opportunities, and I believe they are already emerging.

After the pandemic, the value of experiencing things more realistically has grown. That's why, , while the metaverse is digital, I believe its value lies in being an "experience-driven platform."

Must-See for Businesses! The Amazing Potential of Metaverse × Brands

Yokoi: Speaking of which, Cluster created the Tokyo Metaverse as part of the Tokyo Metropolitan Government's "SusHi Tech Tokyo 2023" event. When TV Asahi exhibited their "Metaverse TOKYOBAY ~Wearable Sushi~" world—where you just fish in Tokyo Bay to get sushi—it drew huge crowds every day.

Kanbayashi: Fishing just seems to be incredibly popular in the metaverse for some reason (laughs).

Yokoi: We also linked it to TV Asahi's programs. For example, during the World Aquatics Championships broadcast, virtual swimmers would come to play. When real-world city events, TV, and YouTube channels all fuse together like this, the "value of the experience" really skyrockets.

Kanbayashi: "Integrating with the city" is a key point of the metaverse, right? The Meta Meta Operation also serves as a space where Roppongi as a city, TV Asahi's content, and creators all mix together. Mr. Kametani, how do you envision growing this world going forward?

Kamitani: My mission is to get companies to use the metaverse and expand the market. From that perspective, I want to clearly demonstrate, through quantitative data, what effects can be achieved when combining existing media like TV and video with the metaverse.

Specifically, I want to see how incorporating the metaverse into advertising strategies—which traditionally relied solely on TV commercials—changes key metrics. Alongside this, I aim to build expertise on metaverse design considerations that enhance advertising effectiveness. By sharing insights with TV Asahi and Dentsu Inc., I want to evolve this field so we can confidently propose solutions to companies.

Kanbayashi: The fact that consumers' time spent engaging with content is steadily decreasing, due to the presence of both TV and smartphones, is also a challenge for the advertising industry. However, the metaverse offers a space for "expanding experiences" beyond standalone content. Sponsoring such spaces can increase the time companies spend interacting with users. In other words, going forward, we should be able to better leverage the metaverse's value – "engaging passionate users for extended periods" – as a key selling point.

Yokoi: In the metaverse, user-level customer journey data—like which ads a user engaged with, how long, and how they behaved—can also be accumulated.

Kanbayashi: I hope the MetaMeta Grand Strategy becomes the catalyst for companies to do business in the metaverse. To put it another way, companies themselves become creators, releasing paid games within the metaverse, selling avatars, or giving them away. For an automaker, that could mean selling avatars of virtual cars.

Overseas research shows that "clothes or items worn as avatar accessories make people want to buy them in real life too." There's a hypothesis that letting users experience a brand in the metaverse could actually boost real-world sales.

Buying a car in the real world is quite expensive, but if users can try one in the metaverse for just a few hundred or thousand yen, they might be tempted. And by consistently using that car in the metaverse, they could develop brand loyalty.

Kameya: Even among younger people or those who aren't interested in cars in the real world, if they develop an attachment to using one in the metaverse for several years, that company could become their first choice when they decide to buy a car.

Yokoi: Products are often seen as "things" in the real world, but in the metaverse, they can become "experiences" or even "people." Once this transformation becomes commonplace, it might spark entirely new product development ideas.

Kanbayashi: Surprisingly, many companies don't know how much consumers actually love their brands. But when you bring products into the metaverse as avatar wearables, people happily wear them, or photo sessions start spontaneously. These insights only come through metaverse initiatives, so bridging that gap would be ideal.

Finally, for readers interested in the MetaMeta Grand Operation, is there one thing you absolutely want them to experience?

Yokoi: One is the contest where cluster users create the world for the TV anime "Blue Lock." While the contest itself is important for building excitement, making it user-participation this time has led to a major event in the first half of Operation Metameta. Everyone can experience and enjoy the passionate worlds created by creators, and the original author, Mr. Munayoshi Kaneshiro, has given heartfelt comments. I want people to join in on this process where various stakeholders come together to create a single event.

Yokoi: Another point is that we don't just create worlds for each program and stop there—we run exciting events every single day. Passionate ambassadors and volunteers are incredibly supportive, even offering guided tours, so please feel free to talk to them or join in.

Kamitani: People might feel the barrier is high when they hear "metaverse," but we really want you to just try entering cluster with someone, even just once! Entering with others lets you get used to the controls while having fun communicating.

The Metameta Operation feels completely different when you experience it firsthand compared to just reading about it in an article. While there's a variety of content, I really want you to experience the everyday conversations and interactions happening there and feel that sense of "Oh, there's another economy here, one that's closer to the real world."

Kanbayashi: You could even try it with your family.

Yokoi: Like having your family debut together on the M-Station stairs (laughs). We really want everyone to just relax and enjoy it.